In the normal course of events, a You Tube clip of South Africa's hooker Bismarck du Plessis flattening a cinema goer who was using his mobile phone during a film would guarantee headlines across the rugby world.

But the clever film was made as part of a campaign to get audiences to turn off their phones during shows. In the clip an unsuspecting man stands up from his seat to take a call in front of a packed. Du Plessis coming into the auditorium and wipes the man out before delivering his message.